Out-of-home ad platform AdQuick is partnering with LiveRamp to target physical and digital out-of-home ads based on first-party data. The targeting is at the group level: marketers send anonymized first-party audience lists to AdQuick, which uses LiveRamp’s identity graph to find locations where the same people or look-alike audiences are most likely to be found. Sales data can also be added to the mix to measure results.
New privacy rules may have stifled some data collection, but data sharing is more popular than ever. Publicis Groupe just launched a self-serve retail media platform that combines on-site ad serving, off-site and in-store ad placements, and results measurement based on sales. It’s a collaboration between ecommerce ad platform CitriusAd and Publicis’ Epsilon agency, whose CORE ID individual identifiers tie it all together.
If you think you spotted a trend of connecting ads with sales results, you’re right. Nielsen is headed in the same direction with its Nielsen ONE Alpha cross-platform measurement solution, which will combine details on ad campaign reach, frequency, and audience characteristics with the advertiser’s sales data. At least, that’s the plan: the features won’t be available in real life until next year at the earliest.
CDP mParticle is being acquired by ecommerce platform Rokt for a price of $300 million. It’s the third acquisition of a leading independent CDP in a little over one month, following Uniphore’s purchase of ActionIQ and Contentstack’s purchase of Lytics. All three buyers offer some type of customer-facing technology; apparently they’ve decided that adding real-time profiles from CDP will give them a competitive edge. (See this blog post for more analysis.)